Hello dear readers! Coach Martin Mussey here with an artsy edition of the Travel Hi Five. When you spend ten days performing at the world’s largest arts festival — with more than 3,000 shows running across 265 venues in Edinburgh’s historic city center — you learn quickly that success in such a massive, fast-paced environment takes more than talent. It takes planning, adaptability and a deep understanding of your audience. I just returned from my experience at the Fringe as both a performer and spectator. I thought I would sprinkle in some “Fringe Facts” and correlate my experience into how I see it translating to business. I am excited to share.
Fringe Fact: The Edinburgh Festival Fringe began in 1947 when eight theatre companies turned up uninvited to perform alongside the new Edinburgh International Festival. Today, it attracts performers and audiences from over 60 countries, making it one of the most diverse cultural gatherings in the world. The festival runs from August 1–25 this year.
This month, I joined seven fellow performers to present a family-friendly show, “The Brothers Grimm Spectaculathon,” each morning at 10:30 a.m. After our 50-minute performance each day, I explored the city, saw other shows and experienced firsthand the scale and spirit of the Fringe. Along the way, I found five lessons that independent travel advisors — and business owners in general — can take to heart.
Adaptability Is Your First Line of Defense
Before I even arrived, I learned my first lesson. My second flight that was to take me overseas from Washington Dulles airport was cancelled, and the airline’s alternatives would have made me miss our opening show. I had to pivot fast — finding and booking a two-stop flight on another carrier that would get me there just in time. Using the power of Travel Insurance and their concierge line I found that flight and then booked a quick hotel night so I could depart the next morning. Everything had to go right that next day, and it did. I joked on my social posts that this was like an episode of Amazing Race. I genuinely felt people cheering me on and following to see if I made it.
Business parallel: Markets shift, clients change plans and unexpected roadblocks appear. Like navigating travel delays, staying calm and acting decisively is what keeps your business moving forward.
Marketing Is a Street-Level Game
At Fringe, you don’t wait for the audience to find you — you go out and find them. One of our biggest promotional tools was “flyering” — handing out show flyers in public spaces. Because ours was a family show, we learned to identify likely audiences and adjust where, when and to whom we handed out flyers. Midweek, we added post-show announcements asking for reviews, which boosted interest significantly.
Business parallel: For travel advisors, your marketing should be targeted and proactive. Know your ideal client, find where they are and ask for testimonials to build credibility.
Infrastructure Enables Art (and Business)
Walking through Edinburgh, I was struck by the ingenuity behind the festival’s venues: lecture halls, boardrooms and even tucked-away courtyards transformed into performance spaces. This creativity in infrastructure made the magic possible.
Business parallel: Your “stage” — the systems, tools and processes you use — enables your service to shine. Without operational infrastructure, your expertise can’t reach its audience effectively. Whether that means sometimes doing business from the doctors office waiting room or, even better, from a beach chair you're sitting on because you can travel with this business. Point is, flexibility is key, and there may be infrastructure where you least expect it.
Community and Collaboration Are Force Multipliers
Despite the competitive environment — thousands of shows vying for attention — performers at Fringe were incredibly supportive of one another. Conversations with locals, including one woman who’s attended for 22 years, reinforced the idea that the festival thrives on shared enthusiasm.
Business parallel: Even in competitive markets, collaborating with peers can expand your reach. Whether it’s partnering with other advisors or networking with local suppliers, community support often leads to bigger wins.
Flexibility Unlocks Discovery
While you can plan your days at Fringe, part of the magic comes from stumbling upon an unexpected street performance or an unusual show (“…Earnest?” — where audience members step into the roles of absent characters — became a highlight for me).
Business parallel: For travel advisors, some of the best client experiences come from leaving room for spontaneity. Build itineraries with flexibility so clients can enjoy the serendipity of travel.
Another Fringe Fact: In 2024, the Fringe sold more than 2.8 million tickets — nearly six times Edinburgh’s population — and that number is expected to rise each year as international travel rebounds. The festival is a logistical feat, relying on thousands of staff, volunteers and performers working in harmony.
Fringe 2025 left me humbled by the sheer talent and effort of performers from around the globe. I felt proud to be among those that came to represent the U.S. and, yes, if you’re wondering, a little exhausted. But like running a business, the rewards outweighed the challenges. The festival is a living example of what happens when creativity, planning and community meet — the same ingredients that fuel a thriving travel business.
Whether you’re guiding clients through Europe’s cultural capitals or designing a family’s once-in-a-lifetime adventure, remember: the show must go on, and your ability to adapt, connect and inspire will always be your best performance.
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